The Relationship between Cultural Values and Purchasing Behavior of Clothing Customers Considering the Mediating Role of Brand Choice (Case Study: Technique Sportswear in Khuzestan)

Objective: This study examines the mediating role of brand choice in the causal relationship between cultural values and the purchasing behavior of customers of the Technique sportswear brand in Khuzestan Province.Method: The research methodology is descriptive-correlational, applied, and cross-sectional. The statistical population includes all customers of the Technique sportswear brand and sportswear manufacturers in Khuzestan. A sample size of ۲۱۶ individuals was selected using a non-random convenience sampling method. Data collection tools included standardized questionnaires on Hofstede's cultural values, the marketing mix from the customers' perspective, and factors influencing brand choice by Mirdavoodi (۲۰۱۵). Data analysis was conducted using one-sample t-tests and structural equation modeling with Smart PLS version ۳ and SPSS version ۲۶ software.Results: The results showed that cultural values influence the brand choice of sportswear customers and that brand choice partially mediates the causal relationship between cultural values and the purchasing behavior of customers of the Technique sportswear brand.Conclusions: It is recommended that companies and brands adjust their marketing strategies by understanding the cultural values of their customers, and update products, packaging, advertising, and customer experience in line with cultural changes. Additionally, continuous collection and analysis of customer feedback and implementing improvements based on this feedback are essential for greater success.

کلیدواژه ها:

brand choice ، cultural values ، Purchasing Behavior ، customers ، sportswear